What's in a name? That which we call a rose 
By any other word would smell as sweet

~ William Shakespeare

One of Shakespeare's most famous lines, spoken thus by his most famous and tragic heroine, Juliet Capulet, presents the absurdity of basing life's decisions solely on labels and titles. Yet, where it is sad to imagine two young lovers perishing simply due to their names, it can be argued that this is not because of some arbitrary or random collection of sounds - of vowels and consonants - strung together without thought or meaning. Indeed, it is the very meaning behind the names that trigger the response in those who hear them.

We feel a profound connection to the concepts behind words. You need only hear names like Gandhi, Hitler and Einstein or words like liberation, devotion and peace to have your mind overwhelmed with concepts, mental associations and memories of personal experiences - all evoked by a deceptively simple collection of sounds. Symbols, textures, even colors hold this same power to represent something beyond themselves.

So, what's in a name? Everything.